AAKASH, ASHTAD, KARAN, MAHIMA, SWAPNIL & VISHAKHA

BRAND LIFELINE
In 1909, Eugène
Schueller, a young On 31 July 1919, In 1920, the company
Schueller registered employed three chemists;
chemist with an the team continued to
entrepreneurial spirit, his company grow with 100 by the
founded the company L'Oréal is a French year 1950, and 1,000 by
that was to become the personal care company the year 1984; as recently
L'Oréal Group. headquartered in as 2021, there was an
Clichy, Hauts-de-Seine estimated total of 85,252
It all began with one
with a registered office worldwide.
of the first hair dyes
that he formulated, in Paris. Much of the company’s
early International
manufactured and sold It is the world's largest expansion is credited to
to Parisian cosmetics company. Sir Linsday Owen Jones 
hairdressers.
 • Acquired the infamous luxury
beauty brand, Lancom. This is
also the year Kerastase was • The company sold its 49.9%
1964 created.
• Loreal bought Jacques Fath
1983 stake in the couture house
Courreges to Itkoin of Japan.
perfume Laboratories
d’Anglas.

• Loreal entered • Nestle took over Warner

pharmaceuticals business Cosmetics in US on behalf of
through acquisition of Loreal U.S. agent, Cosmair
1973 Synthelabo
• The company also bought 3
1984 thereby acquiring the
prestigious names of Ralph
beauty companies Gemey, Lauren, Paloma Picasso, and
Ricils, Piaubert. Gloria Vandebilt.

• On 17 March, Loreal
1975 • Accquired Roja. The brand
later merged with garnier. 2006 purchased The Body Shopfor
$692 million

• Acquired 3 Suisse, a French
2008 mail-order and e-commerce
company. The company
ceased its activity in 2014.
L'Oréal finalised the acquisition
of major Chinese beauty brand
Magic Holdings for $840
2014 million.
• L'Oreal had sealed a deal
worth $4.18 billion to buy
back 8% of its shares from
Nestle.
L'Oréal agreed to acquire IT
2016
Cosmetics for $1.2 billion.
• The company also acquired
Atelier Cologne and Saint-
Gervais Mont Blanc
• L'Oréal announced plans to
purchase skincare brands
2017 CeraVe, AcneFree, and Ambi.
The brands were purchased
for $1.3 billion in cash.
L'Oréal announced a brand-new
beauty and fragrance
partnership with Valentino.
2018 • L'Oréal announced that it had
acquired Modiface and all of
La Roche-Posay parent
company, Societe des thermes
de la Roche-Posay.
• L’Oréal signed an agreement
to acquire Skin better Science,
a physician-dispensed
American skincare brand
2022
backed by cutting-edge,
dermatological science,
combining patented
efficacious ingredients with
luxurious sensorial textures.
• L’Oréal currently has been declared as
the #1 cosmetics brand for the year 2022.
• It has witnessed a growth of 18,366
million euros in the first half of 2022
which is a 20.9% from its previous
figures.
• Over the 100+ years since its inception,
L’Oreal has witnessed organic as well as
inorganic growth.
 Loreal believes that The passion for innovation
transmitted by our founder, a researcher. We have an
obsession with superior quality, efficacy, sincerity,
and safety of our products. Respect for diversity with
strong brands that meet all needs and desires.

Who does L'oreals quest was to achieve diversity and to meet the

L'oreal cater needs of men and women and make beauty products
available to as many as possible.

to?
After this we can conclude that L'oreal aims to cater to
all.
• Consumer products: Maybeline
and high-technology products
sold at competitive prices in
mass market
• L'oreal luxe: Caters to the Niche
crowd. Brands like Ralph Lauren
fragrances that are available in
premium stores or specialty
stores.
• Professional products: Brands
like Redken designed specifically
for professional hair salons.
• Active cosmetics: vichy and
decleor which are sold
at pharmacies and drugstores 
What do you think is the brand personality of

Gender:
Age:
Height: 
Built:
Occupation: 
L’Oreal owns 32 international
brands
It caters to both men and women
L'oreal focusses on five areas of
beauty 
o Skin care
o Hair care
o Makeup
o Hair coloring 
o perfumes

The personality of L'oreal:

A tall young Women in her
late 20's who is a model
PERCEPTUAL
MAP
 L'Oreal's brand
portfolio review :
1. Professional Products-  provides expertise to
beauty professionals with over 100 years of
extensive knowledge of the hair dressing sector. 
14% of group sales.
2. Consumer Products-  52% sales by 4 major global
brands. Regional brands like Essie, Niely, Dark and
Lovely.
3. L'Oreal Luxe- its mission is to orchestrate a unique
portfolio of prestigious brands - iconic generalist
brands, high-end aspiration brands as well as
alternative and specialized brands. 27% of sales.
4. Active Cosmetics- focused on products, which are
designed to help everyone in their quest for healthy
and beautiful skin. 7% of sales.
 1. L'Oreal has a global presence with 39% of their market
coming from Asian/Pacific zone.  Example : L'Oreal Skin
Perfect for different ages basis on the different necessities of
Role of local skin. L'Oreal Paris Total repair 5, for women with different
hair types and different hair problems. L'Oreal has world

and global class celebrity endorsement chain for each of its unique
product exclusively.  

marketing , 2. L'Oreal has built its portfolio by purchasing local beauty

companies all over the world like Soft Sheen,

smart 3.
Carson ,NYX , Ralph Lauren and many more brands.
L'Oreal spends 3.5% of its annual sales in R&D with 22
acquisitions local research centers around the world.
• Advanced and Applied research ,innovation of new cosmetics.
and R&D : • Research that listens to consumers.
• Diversity of types of beauty inspires science.
• Safety ,performance and sensory experience.
 What are the keys to
successful local product
launches like
Maybelline's Wondercurl
in Japan ?
 The keys to local successful product launches like the
Maybelline’s Wondercurl in Japan are:

Hearing and noticing customers’ needs and wants

Gain understanding of these needs and wants

Satisfying these needs and wants with high quality products. Wondercurl was
prosperous because L’Oréal reinvested 3 percent of their sales on Research and
Development and investing into new laboratories to create new beauty products 
L’Oreal does not stop at simply expanding its own brand
globally, it has made an emphasis to launch specific
products at the local and regional levels

To be successful in launching products locally, a product

must be marketed and/or designed to specifically fit that
segment.  

As penned by Margaret Wolfe Hungerford “beauty is in the

eye of the beholder,” is exactly the reason why local and
regional palates must be considered in every marketing
decision made by L’Oreal 
Beauty is a geographical parameter and differs from one
place to another. L'Oreal is successful in conquering all
those differences and providing quality beauty products
around the globe.
 On 25th June 2020, L'Oréal launched its new sustainability
program, L’Oréal for the future, revealing the group’s
ambitions for 2030.

What’s Transforming L’Oréal’s business to respect the planet’s

limits:
next for By 2025, all of L’Oréal’s sites will have achieved carbon
L'Oréal on neutrality by improving energy efficiency and using 100%
renewable energy;

a global By 2030, 100% of the plastics used in L’Oréal’s products’

packaging will be either from recycled or bio-based
level? sources;
By 2030, L’Oréal will reduce by 50% per finished product,
compared to 2016, its entire greenhouse gas emissions.
Who are L'Oréal’s biggest competitors?

Chanel Unilever Revlon

Avon Yatsen
Products Holding
Sustainable Revolution

•“L’Oréal’s sustainable revolution is entering a new era. The challenges the planet is
facing are unprecedented, and it is essential to accelerate our efforts to preserve a
safe operating space for humanity. We do so in our own business operations and in
our contribution to the society at large. We know that the biggest challenges remain
to come, and L’Oréal will stay faithful to its ambition: operate within the limits of
the planet”, said Jean-Paul Agon, Chairman and CEO of L’Oréal.